HOW BIG IS INFLUENCER MARKETING?

We just hosted and concluded the 6th edition of the InfluencEX Awards on 21st September 2025, spotlighting India's most influential digital creators - a celebration that went far beyond glitz and glamour to reflect a booming industry transforming from a niche marketing tool into an almost ₹4,400 crore powerhouse.

- Words By: Ramesh Somani

India's influencer marketing sector has been growing at an impressive pace, registering nearly 25% year-on-year growth by 2026, as brands increasingly prioritize long-term collaborations and content quality over mere follower counts. Globally, the influencer marketing industry is poised to surpass US$35 billion in 2025, and while India's market is smaller in absolute terms, its growth rate outpaces many mature markets, signaling the country's rising significance in the digital marketing arena.

India's creator economy extends beyond individual influencers to a vast ecosystem that includes agencies, analytics platforms, content studios, and tools, with over 100 million active creators spanning celebrity, macro, micro, and nano tiers - making India one of the largest and most diverse markets globally. Female influencers now constitute approximately 77% of the creator base, reflecting increasing gender representation and opportunities within the sector. Several trends are shaping this evolution: regional content in local languages is surging, micro and nano influencers are preferred for authenticity and engagement, AI tools are being integrated to optimize content and campaigns, and influencers are increasingly bridging commerce and content through affiliate marketing and product promotions.